CLIENT-ORIENTED APPROACH TO COMMERCIAL BANK MANAGEMENT
Keywords:
commercial bank, client, customer-oriented approach, customer relationship management (CRM), CRM concept, strategy, segmentation, positioning, corporate culture, CRM system, competencies, strategic map.Abstract
The article notes that the intensification of competition in the banking services market, the standardization of products and services, as well as changing client requirements necessitate a reorientation of bank activities towards the needs and preferences of clients. The importance of a customer-oriented approach to managing a commercial bank is emphasized, and its main components are discussed: strategy, business processes, structure, information system, corporate culture, and performance metrics. It concludes that focusing the bank's efforts on creating client assets significantly enhances business profitability and increases its market value.
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